An Introduction to Google Analytics
Why You Should Utilize This Tool in Your Marketing Campaign
Online marketing campaigns can be a very powerful means to reach new audiences and develop a brand presence. You create a relationship between the reader and your company through relevant content, and this optimized content helps potential customers find you in a web search. However, there can also be a lot of confusion surrounding the effectiveness of your online strategies. How do you know when people are accessing your marketing content and if they are having a positive response?
If your campaign isn’t tracking the activity on your website, then you probably cannot know. A tool like Google Analytics is necessary for understanding the effects of your marketing and establishing a strategy that works. There are three key areas that Analytics reports on your site’s audience: how users reach your site, what they do there, and, finally, if the users perform the actions you want them to.
With this information, you can develop and improve your marketing strategy. You will see where you are having success and where you may need to make adjustments. You can see which blogs are attracting the most attention and what content is producing a higher bounce rate. Ultimately, you need this perspective to have a successful online marketing campaign. Below, we cover four clear advantages to using Google Analytics:
1. Make Yourself Known
A key factor in any online marketing campaign is connecting the ideal customer with your website. The reason is clear: if your campaign isn’t reaching an audience, there is no point in developing the content. When selecting keyphrases, you are trying to optimize the specific phrases users might type into a search engine to find your company’s products or services. Google Analytics tracks the optimized keyphrases to understand their successes and failures. The effect is a way to improve SEO strategy over time and connect the right audience to your site.
Besides search engines, you can track traffic coming from social media, paid advertisements, or direct linking. This way, the results of all areas of your marketing campaign can be monitored; you’ll know where your audience comes from.
2. Find Your Audience
The obvious question then becomes: who is that audience? While you probably have an idea of what kind of customer the campaign should target, the data from your Google Analytics account tells you who are actually reaching. The reports will display information about location, gender, age, and even hobbies or interests.
These statistics could reveal that the current batch of website users isn’t what would most benefit your business. Therefore, the marketing strategy may have to shift in order to speak to the audience that would produce more results. If it seems you are reaching an ideal audience, Google Analytics helps develop a deeper understanding of their wants and needs. You can morph the campaign to encompass the interests of this audience.
3. Improve Your Website
Once you have reached your target audience, Google Analytics will also provide information about how they are using your site. For instance, you can identify which pages are leading to the highest bounce rate or which pages are generating the most user engagement. The result is a deeper awareness of user satisfaction and where changes can be made to improve usability.
The information can help develop an overall better site. You can determine what content or page structure works best for your customer and make changes to those pages that are not meeting those guidelines. When you develop a more stimulating and satisfactory site, expect better results from your overall marketing strategy.
4. Build Your Budget
The bottom line for any marketing campaign is the ROI. By recognizing what is working and what is not, Google Analytics can help decide where your money should be going. You can measure the impact of each aspect of your marketing and see that you should, for example, be putting out more “how-to” articles and fewer product spotlights. You may also identify locations or topics that require more attention. You can also see how well your social media or email marketing campaigns are performing. Allocate your marketing budget based on solid data with the assistance of Google Analytics.
Not to mention, Google Analytics is a free service. You won’t be adding any surprise overhead to your campaign!
If you want to learn more about improving your online marketing strategy, contact us today.
Author: Sophie Kaineg
Title: Content Manager
As a Content Manager at One Firefly, Sophie is responsible for supporting One Firefly clients by producing engaging web content in the form of blogs, press releases, social media updates, newsletters and case studies. Sophie graduated from The University of Chicago with a bachelor’s degree in English Language and Literature. After hours, Sophie spends her time reading, painting, and trying out new culinary delights.